Antecedents of the adoption of social network sites, the case of facebook in vietnam

---TRUONG THI HOANG NGOC ANTECEDENTS OF THE ADOPTION OF SOCIAL NETWORK SITES: THE CASE OF FACEBOOK IN VIETNAM MASTER OF BUSINESS Honours Ho Chi Minh City -Year 2014... ---TRUONG THI HOAN

-TRUONG THI HOANG NGOC

ANTECEDENTS OF THE ADOPTION OF

SOCIAL NETWORK SITES:

THE CASE OF FACEBOOK IN VIETNAM

MASTER OF BUSINESS (Honours)

Ho Chi Minh City -Year 2014

-TRUONG THI HOANG NGOC

ANTECEDENTS OF THE ADOPTION OF

SOCIAL NETWORK SITES:

THE CASE OF FACEBOOK IN VIETNAM

ID: 22120133

MASTER OF BUSINESS (Honours)

SUPERVISOR: ASSOC PROF LE NGUYEN HAU

Ho Chi Minh City -Year 2014

Foremost, I would like to express my deep appreciation to my supervisor, Assoc Prof LeNguyen Hau who instructed and helped me enthusiastically during period of the thesis.Besides my supervisor, I am grateful to the supervisory board for providing me with their available advices and patient when I need.

I would like to express my gratitude to all ISB staffs that supported necessary materials and helped summit my papers

Last but not the least; I would like give my special thanks my family for supporting me spiritually throughout my life

Ho Chi Minh City, December, 8, 2014

TRUONG THI HOANG NGOC

The rise of social networking sites in recent rise has aroused the discussion amongthe society Social networking sites not only enable people to connect with friends, butalso can conduct various studies For example, people can create events; people are able

to open up new relationships on the internet This study discusses antecedents of theadoption of social network sites the case of Facebook in Vietnam Facebook is chosen forthis study as it is the most popular online social networking sites A survey involving 279respondents is conducted The research finds out the three variables (initiating andmaintaining relationships, privacy, and entertainment) had a positive influence to theintention to adopt Facebook of university students in Ho Chi Minh City, whichcompletely matched with the discovery discussed in literature The strongest positiverelationship factor is entertainment to adopt Facebook It is also found that the effectivedifference antecedent factors on the adoption of Facebook when the sample was relatedinto two sub-groups based on the level of respondent’s extraversion

Key words: adoption, social networking sites, Facebook, relationships, privacy,entertainment, extraversion

TABLE OF CONTENTS

ABSTRACT

i LIST OF TABLES

v LIST OF FIGURES

v ABBREVATIONS

v CHAPTER 1 INTRODUCTION 1

1.1 BACKGROUND 1

1.2 RESEARCH PROBLEMS 2

1.3 RESEARCH PURPOSE 3

1.4 SCOPE OF THE RESEARCH 4

1.5 RESEARCH STRUCTURE 4

1.6 SUMMARY 5

CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES 6

2.1 TECHNOLOGY ACCEPTANCE MODEL (TAM) 6

2.2 INTENTION TO ADOPT 7

2.3 INITIATING AND MAINTAINING RELATIONSHIP 8

2.4 PRIVACY 9

2.5 ENTERTAINMENT 11

2.6 MODERATING VARIABLE 12

2.7 RESEARCH FRAMEWORK 13

2.8 SUMMARY 14

CHAPTER 3 RESEARCH METHODS 16

3.1 RESEARCH PROCESS 16

3.2 QUESTIONNAIRE 17

3.2.1 Measurement scales 17

3.2.2 Draft questionnaire 2 0 3.3 PILOT STUDY 20

3.4 SAMPLE AND DATA COLLECTION 21

3.4.1 Sampling 2

1 3.4.2 Data collection 2

2 3.5 DATA ANALYSIS METHODS 22

3.5.1 Reliability analysis 2

2 3.5.2 Exploratory factor analysis (EFA) 2

3 3.5.3 Multiple regression analysis 2

3 3.6 SUMMARY 24

CHAPTER 4 DATA ANALYSIS AND RESULTS … … … 2 5 4.1 DESCRIPTIVE ANALYSIS 25

4.2 MEASUREMENT OF MEASUREMENT SCALES 26

4.2.1 Reliability analysis 26

4.2.2 Exploratory factor analysis (EFA) 29

4.2.2.1 EFA for independent variables 29

4.2.2.2 EFA for dependent variables 31

4.2.2.3 EFA for moderating variables 31

4.2.3 Pearson correlation coefficient 33

4.3 HYPOTHESES TESTING USING MULTIPLE REGRESSIONS 35

4.3.1 Checking assumption of Multiple Regression 35

4.3.1.1 Sample size 3

5 4.3.1.2 Assessment multicollinearity of independent variables 35

4.3.1.3 Normality, linearity, homoscedasticity and outliers 35

4.3.2 Evaluating the model 35

4.3.3 Evaluating the independent of variables and checking hypotheses of model 37

4.3.4 Test the effect of moderating variables 38

4.4 SUMMARY 41

5.1 RESEARCH OVERVIEW 42

5.2 RESEARCH FINDINGS 42

5.3 MANAGERIAL IMPLICATIONS 44

5.4 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 45

REFERENCES 46

QUESTIONNAIRE 53

BẢNG CÂU HỎI 56

APPENDICES 59

APPENNDIX 1: DESCRIPTIVESTATISTICS 59

APPENNDIX 2: CRONBACH’S APLPHA WITH FULL FOR EACH CONSTRUCTS 62

APPENNDIX 3: THE FIRST TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR INDEPENDENT VARIABLES) 64

APPENNDIX 4: THE SECOND TIME RUNNING FACTOR ANALYSIS EIGENVALUES (FOR DEPENDENT VARIABLES) 65

APPENNDIX 5: THE THIRD TIME RUNNING FACTOR ANALYSIS – EIGENVALUES (FOR MODERATING VARIABLES) 66

APPENNDIX 6: HIGHT EXTRAVERSION 67

APPENNDIX 7: LOW EXTRAVERSION 68

LIST OF TABLES

Table 1: Scales 17

Table 2: Cronbach’s alpha reliability 22

Table 3: Sample Description 25

Table 4: Cronbach’s alpha test results 28

Table 5: Rotated Component Matrix 30

Table 6: Factor loading of intention variable 31

Table 7: Factor loading of moderating variable 32

Table 8: EFA results 33

Table 9: Correlation among variables 34

Table 10: R Square value (R2) 36

Table 11: Anova 37

Table 12: Coefficients 37

Table 13: Comparison of coefficients 39

LIST OF FIGURES Figure 1: The research model and hypotheses 14

Figure 2: Research process 16

Figure 3: Histogram 69

Figure 4: Normal P-P Plot 69

Figure 5: Scatterplot 70

ABBREVATIONS

SNS: Social networking sites

TAM: Technology Acceptance Model

FFM: Five- Factor Model

KMO: Kaiser-Meyor-Olkin

EFA: Exploratory Factor Analysis.

“commenting” and “private messaging” features, photo-sharing and video-sharingcapabilities too People are motivated to get involved in social network sites for a number

of reasons Making new friends, communicating, and connecting to other people are one

of the prime reasons for using social networks (Lenhart & Madden, 2007)

One of the most popular SNS is Facebook (Mazman & Usluel, 2010; Roblyer,McDaniel, Webb, Herman & Witty, 2010) which is clear leader of the social networkingsector Facebook is essentially a personalized profile of which users have completecontrol over its content A user’s profile can be viewed by other users in the same

statistics, its users spend over 700 billion minutes per month on Facebook The Facebook phenomenon is happening all over the world.

Facebook is appropriate for the current study as it is the most popular online socialnetworking site among university students Originally developed by Mark Zuckerberg,Dustin Moskovitz and Chris Hughes in 2004 at Harvard University in order to provideHarvard students with a place in which they could keep in contact with their classmatesand could share study-related information, also they can share creations, tell stories, andinteract with others (Roblyer et al., 2010) Facebook also allow individuals to sharethoughts, ideas, pictures and other content with friends and family members, and toconnect with either former or new friends, making the platform very popular withuniversity students (Ellison, Lampe & Steinfield, 2007; Golder, Wilkinson & Huberman,2007; Boyd & Ellison, 2008; Raacke & Bonds-Raacke, 2008) In addition, it creates anonline social space where university students can build and maintain social capital withothers (Ellison et al., 2007; Lytras & Garcia, 2008) It is particularly important foruniversity students to build social capital with the industry (Chakrabarti & Santoro,2004).

1.2 RESEARCH PROBLEMS

Instead of maintaining a personal account, Facebook helps user, either individual ororganization, to create and present information related to a specific subject such asbrands, celebrity, or sports The Facebook owner can then upload pictures, videos, or postmessages in it For people who are interested in the subject of the Facebook, they caneasily subscribe it by clicking the “Like” button and post message in it to communicatewith the business Once subscribed, the updates of Facebook will be automatically shown

in subscribers’ personal page for them to browse or leave comments In this manner,Facebook creates a social space for people to conveniently interact and share informationwith each other Considering the massive users’ base of Facebook and their intensiveusage, major brands, such as Dell, Samsung have created dedicated Facebook page toincrease their presence in the cyber world and expect to build direct relationship withtheir customers

Many previous studies investigated the Internet uses and SNS adoption Whether

there was a systematic difference between people who used SNS and those who did notuse, a study found that using a particular SNS was not randomly distributed amonginternet users (Hargittai, 2008) Many studies found that gender played a role in theinternet uses (Hargittai & Shafer, 2006) Factors such as socioeconomic status have alsobeen shown to predict the types of Internet uses (Madden & Rainie, 2003) Watkins(2009) also found that ethnicity played a role in SNS adoption However, to date, littleresearch in Vietnam has explored what makes an individual engage in Facebook use.Facebook can be regarded as an information outlet for brands to reach massive potentialcustomers with relatively low cost Meanwhile, it could be beneficial to maintaincustomers’ loyalty as well as profitability.

Understanding relationship between main factors affecting intention to adoptFacebook is an important role for social networking sites developers and enterprises tosatisfy customers’ demand and to have available strategies in the social networking sitesfield

1.3 RESEARCH PURPOSE

Based on the research question, this study aims at identifying the influencing factors

to the intention to adopt Facebook among university students to understand the features

of social networking sites and the reasons which may affect users The main objective ofthis study is to find factors which affect the intention to adopt Facebook; it also serves asreference to the operators of social networking websites

Consequently, in the term of the intention to adopt Facebook of users, the researchquestions of the research are raised as two following questions:

What are the key factors affecting the intention to adopt Facebook of users in Vietnam?

How is impact of these factors on intention to adopt Facebook of uses evaluated in Vietnamese context?.

1.4 SCOPE OF THE RESEARCH

The research is conducted in Ho Chi Minh City with the respondents who are theuniversity students in Ho Chi Minh City with various careers The timeframe of researchwas carried out on August, 2014

1.5 RESEARCH STRUCTURE

This thesis organizes in five chapters The first chapter is the introduction chapter.Furthermore, this chapter describes the overview of research background, researchproblem, research purpose Hence, the scope of research and structure of research are alsopresent

Chapter 2 is all about presenting previous research done on the stream of studiesrelated to users’ intention to adopt Facebook The chapter explains the history anddevelopment of Technology Acceptance Model and Theory of Reasoned Action Thischapter covers literature review of the previous research and shows hypotheses, as well asthe conceptual framework of the research

Chapter 3 introduces research methodology and use to test the research model inprevious session It presents the research process, questionnaire, sample and datacollection and data analysis methods The measurement scales apply for the researchfactors will be determined clearly and suitably This chapter also defines how to collectdata and analyze the data collected to test the research hypotheses proposed in chapter 2.Chapter 4 translates data collected from survey, analyses data as well as discussesthe result finding in connection with research model This chapter explains the empiricalpart of the study This part discusses the method for collecting data used to test thehypothesis, and it analyses the data received, its reliability and multiple regression

The last chapter, chapter 5 discusses the results and research finding This chapterconcludes research overview, research findings, managerial implications, researchlimitations and directions for future research

References and appendixes are included in the end of thesis.

1.6 SUMMARY

The research begins the introduction by discussing the research background and theproblem statement is defined to take a closer look at using Facebook in Viet Nam Inorder to narrow down the topic area, the scope of research examined the using Facebook

of university students in Ho Chi Minh City

The most important thing to remember is that social network sites (Facebook)provides vast amount of opportunities to user and companies wishing to use SNS topromote their goods and services This is a fact acknowledged all over the world, and notthe least in university in Ho Chi Minh City where SNS (Facebook) in general are verypopular It may seem that there is nothing to study in Ho Chi Minh City related to useracceptance of SNS (Facebook), due to the fact it is very useful for everybody All themore reason, it is interesting and important to distinguish what are the factors that affectuser’s intention to adopt SNS (Facebook).

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES

This section is an overview of literature Facebook’s antecedents which have beenconducted by previous researchers This research presents popular model which isTechnology Acceptance Model (TAM) Based on these studies, the purposed researchmodel for the intention to adopt Facebook was presented

2.1 TECHNOLOGY ACCEPTANCE MODEL (TAM)

Technology Acceptance Model (TAM), was coined by Davis (1989), it successfullyexplains or predicts an individual’s acceptance of information technologies, such as e-mail, voice mail, software packages, or Web surfing (Venkatesh & Davis, 2000) Apurpose of TAM is to provide the impact of external variables on internal variables such

as attitude, intention, and etc (Kwon & Wen, 2010) TAM received wide attention frominformation systems researchers for at least three reasons First, it has a strong foundation

in psychological theory Second, it is parsimonious and can be used as a guideline todevelop a successful information system (Venkatesh & Davis, 2000) Third, past stream

of research supports the robustness of the model across time, setting, populations, andtechnologies (Venkatesh & Davis, 2000) TAM is based on Theory of Reasoned Action(TRA) TRA that has its roots in social psychology and tries to explain why peopleengage in consciously intended behaviors TRA provides that intention determinesperson’s behavior, and both attitude and subjective norm influence person’s intention(Fishbein & Ajzen, 1975) Davis introduced it into information systems and elaborating

on the Theory of Reasoned Action, suggests a model that predicts intention to use a new

systems Now, the TAM has been through in different situations, different sample of extensive testing, and proven

in the interpretation of information system using has good reliability and validity Therefore they use TAM as a base model and extended the model by adding additional variables to the model depending on the types of technologies they studied For example, Kamarulzaman (2007) on his study of internet shopping adoption drew upon TAM and included personal and cognitive influence Thongmark (2013) also

modified the original TAM by including Instructor Characteristics; StudentCharacteristics were added to his of Social Network System in Classroom:Antecedents of Edmodo © Adoption.

Based on existing studies, this research also use TAM as the base model and extendthe model by including other variables which this study believe are important for thestudies of Facebook adoption in Vietnam

2.2 INTENTION TO ADOPT

The behavioral intention measure was designed to tap intentions to use new mediaproduction tools for professional purposes Understanding the behavior of individuals hasalways been a concern for social psychology researchers Most studies concerned withthe prediction of behavior from attitudinal variables are conducted in the framework ofthe theory of planned behavior (TPB) (Ajzen 1991) and, to a lesser extent, itspredecessor, the theory of reasoned action (TRA) TPB is a general model that has beenapplied in many diverse domains The model posits that behavioral intention is a function

of, in addition to attitude, subjective norm, referred to the individual’s perceptions ofgeneral social pressure to perform a given behavior (Ajzen, 1991), and perceivedbehavioral control, defined as the perception of internal and external resource constraints

on performing the behavior (Ajzen, 1991)

In1986,which Davis in his doctoral thesis presented in the "technology acceptancemodel" has been widely studied and applied, this model since it was proposed by theresearch scholars constantly verification and perfect These theoretical basic orientationand research are follow" attitude behavior" paradigm, namely the actual action isdecision by behavioral intention, behavior intention influence by attitudes, and attitudesfinal influence by belief

Use intention reflects the will when the user to register with SNS demonstrated; it is the necessary condition before the user actual use In the past studies, scholars have

proved use intention is a reliable observation variable, between user intention and actualbehavior exists direct correlation; use intention can well predict user behavior.

2.3 INITIATING AND MAINTAINING RELATIONSHIPS

Most research to date has focused on the use of Facebook to initiate and maintainrelationships In past social sciences research, analysis showed that the relations betweenfriends shall mutually affect their behavior and thinking, resulting into many similarities(Van Duijn, Zeggelink, Huisman, Stokman & Wasseur, 2003) SNS (e.g Facebook)strengthen existing connections and communities by keeping its users regularly updatedabout activities and affairs of their contacts The application programs used in Facebookare not innovative technologies but rather emphasizes on the concepts of “simple to use”,

“connecting” and “share”; the games and updates enable people to interact with friends,which increase discussion topics and bring people closer (Shin, 2010) Research hasshown that Facebook is employed mostly to keep in touch with people and to know thembetter (Golder et al., 2007) Some research has looked at how Facebook facilitates indeveloping online relationship among its users Facebook assists its users to communicatewith their family members, friends, professional contacts It also aids them in connectingand interacting with new contacts (strangers) who share similar interests Facebookpromotes relationship building between its users by enabling users to track others in theircommunities and Facebook facilitates people to maintain relationships with existingoffline contacts and helps them to develop new relationships (Ellison et al., 2007).Raacke and Bonds-Raacke (2008) found that the vast majority of college students useFacebook for making new friends and locating old acquaintances Stern and Taylor(2007) found that only a small number of users try to meet new people or try to initiate arelationship via Facebook and that most of them use it to maintain already existingrelationships

People are increasingly using Facebook for communication, social network and interaction Using Facebook becomes part of a routine Facebook was also found to be frequently used to maintain distant relationships, as it allows for immediate

communication between users who are geographically far (Golder et al., 2007) Bryantand Marmo (2009) observed the types of relationships that a sample of college studentshad with their Facebook friends, their behaviors adopted for relational maintenance, andhow these strategies changed according to the type of relationship They found thatrelationship maintenance on Facebook usually occurs for casual relationships oracquaintances and that close friends and couples tend to use other media to maintain theirrelationships Therefore, the first hypothesis is proposed as follows:

H1: There is a positive impact of initiating and maintaining relationships on the intention to adopt Facebook.

2.4 PRIVACY

Social networking sites have changed the levels of privacy among friends andacquaintances Further, the growth of social networking sites has increased the need forconcern about information privacy Specifically, information privacy is defined as theinterest individuals have in controlling, or at least significantly influencing, the handling

of data about themselves (Clarke, 1988) Sheehan and Hoy (1999) found that asindividuals’ concerns about privacy increase, the frequency with which they register for aweb site decreases Privacy and security are critical for gaining customer’s confidence in

a website (Belanger, Hiller & Smith, 2002) The same should also in different socialnetworking sites

Social interaction in real life brings many different relations among people, however social networking sites, reduce relationships to simply being friends or not (Gross & Acquisti, 2005) Many people on social networking sites are willing to connect with anyone on the site, while others are more conservative Since users can only categorize others as friends or not, some are more likely to accept people that they barely know or trust Consequently, social networking sites present interesting privacy concerns for users The risk for the unsuspecting

or unaware user becomes great and the need for privacy protection for users becomes significant.

Bart, Shankar, Sultan and Urban (2005) empirically discovered that privacy is animportant driver of trust, particularly for community Web sites compared with other sitesbecause sharing information among members on community Web sites is prevalent, thisresults in users’ susceptibility of risking private information Research studies have foundthat the users of social networking sites wish their personal contact information such astheir email, phone, and instant messenger screen name to remain private (Dwyer, Hiltz &Passerini, 2007) Acknowledging this right to privacy and safety, most social networkingsites have made it possible for users to keep this information secret Still, these privacyconcerns bring about the need for protection from the social networking sites themselves.When considering inherent characteristics of SNS, privacy presumably a criticalissues to those who use them Personal information can be displayed on Facebookincluding name, address, e-mail, phone number, alma mater (high school and college),current employer and marital status In addition, questions about spiritual and politicalbeliefs, interests and hobbies can be shared With each of these primary areas, users candetermine whether the public, friends-of-friends, or friends only can see the information.There are many different aspects the users of social networking sites will need to considerwith regards to their need for privacy For example, a user might want to keep theirinformation available to a small circle of friends, but not with the general public Thereare also cases where information can be made public but not to certain friends.

Facebook extremely holds the personal information of its users with great importance Through platforms, users can authorize their information and be sent to various application programs Facebook designed a series of privacy control options, allowing users to set who can the messages they posted People do not have to worry messages are revealed This suitable level of information disclosure enables easy interaction Van Dyke, Midha and Nemati (2007) recognize high privacy concerns be true for Facebook Users need to provide a good amount of personal information for getting membership can affect trust levels online and in turn constrain an individual's intention to transact or interact online Therefore, the second hypothesis is proposed as follows:

H2: There is a positive impact of privacy on the intention to adopt Facebook.

2.5 ENTERTAINMENT

Entertainment is defined as the ability to fulfill an audience needs for aestheticenjoyment, fun diversion, or emotional pleasure (Ducoffe, 1996) Entertainment isderived from fun and relaxation through playing or otherwise interacting with others It isdefined that the intrinsic reward given by the use of the technology or service SNS usersperceive Facebook an important source of entertainment SNS (e.g Facebook) areentertaining and exciting SNS provide a lot of enjoyment to its users and create a sense

of connectedness among users People use Facebook to entertain themselves or to feelpleasure Studies have shown that many participants do so for entertainment throughexploring different fictional identities, encountering, and solving virtual challenges, etc.Studies have found that user entertainment plays a significant role in the success ofcertain technology Previous research suggested that one primary function of usingFacebook is entertainment (Dogruer, Menevis & Eyyam, 2011) Entertainment was a keydeterminant of both consumer usage intention and actual use of websites Van derHeijden (2003) introduced the concept of entertainment to explain consumers’ use ofWeb sites This perception is based on the extent to which enticing consumers’entertainment is perceived through the activity of using a specific product or service,rather than from any of its own performance consequences Similar to the definition ofperceived enjoyment, perceived playfulness, entertainment, or fun, was also is also a keyindicator of the intention to use blogs and similar hedonic systems (Van der Heijden,2003) Study has found perceived enjoyment to be a significant antecedent to users’

intentions to adopt technologies for activities such as web browsing (Novak, Hoffman & Yung, 2000) Moreover, Moon and Kim (2001) referred to the term entertainment as the pleasure individuals feel when committing a specific behavior They found that entertainment was a dominant factor for user's acceptance of the Internet Entertainment is an important factor motivating students to use Facebook (Park, Kee & Valenzuela, 2009) Therefore the third hypothesis is proposed as follows:

H3: There is a positive impact of entertainment on the intention to adopt Facebook.

2.6 MODERATING VARIABLE

A great deal of past research has sought to find out the many ways that personalitymay affect individuals’ media use patterns, particularly on the Internet or online This isbecause people are different in their social and psychological circumstances, which mayaffect how and why they use the differing forms of media to fulfill their personal needs It

is important to note that the expression of one personality factor may depend on where anindividual stands on another factor, which suggests that personality characteristicsinteract to shape ones online behavior To evaluate this research model, additionalmoderating variable is added: extraversion of personal orientation

As a commonly used approach in research on personality, The Five-Factor Model(FFM) is the most widely accepted model of personality and has emerged as the unifyingtheory for the study of personality The FFM is based on the theory that an individual’spersonality may be evaluated by determining how they rank on five factors: neuroticism,extraversion, openness to experience, agreeableness and conscientiousness (McCrae &John, 1992) The trait of extraversion seems to be of particular interest Extraversionrepresents an individual’s level of sociability and outgoingness Extraversion ischaracterized by a person's tendency to seek stimulation in the external world, to beoutgoing, talkative, friendly, and socially active Extraverts take an energetic approachtowards the outside world and can be generally described as sociable, active, assertiveand expressing positive emotions This trait, extraversion, reflects a person’s tendency toexhibit social behaviour and to experience positive emotions (Ross, Orr, Sisic,Arseneault, Simmering & Orr, 2009)

Various studies examined the FFM within the environment of social network sites and found that extraversion is the most dominant characteristic that influences individuals' participation in social network sites (Danowski & Zywica, 2008; Fornasier, Wilson & White, 2010) The importance of extraversion as an antecedent when studying technology and service adoption has only been studied by a few researchers In recent

years, more and more studies have been exploring the relationship between extroverttypes and their behavior on social network sites First of all, extraversion has a positiveinfluence on the use of Internet (Kiesler, Kraut, Cummings, Boneva, Helgeson &Crawford, 2002) and the use of SNS (Ross et al., 2009) Moreover, in their study onrelating personality to the TAM, Devaraj, Easley and Crant (2008) found out thatextraversion had a significant indirect influence on the intention to use Several studiesfound that the factors that impact on the acceptance of using Facebook to different

(2007) suggested that high extraversion would have different preferences for website design thanlow extraversion Ross et al (2009) found that highly extroverted people joined more virtualgroups than others In addition From a general consensus of the authorities in this area, theExtravert personality factor has the most significant impact on social networking use Thus,the extraversion is expected to influent user intention Therefore the fourth hypothesis isproposed as follows:

H4: The impacts of the above-mentioned antecedents on intention to use Facebook are moderated by personal orientation (extraversion).

2.7 RESEARCH FRAMEWORK

A research framework which is proposed to show the relationship between threeindependent variables consisting of “initiating and maintaining relationship”, “privacy”and ”entertainment” and one dependent variable, namely “intention to adopt Facebook”

It also shows the effecting of personal orientation (extraversion) as moderating variable

on the impacts of the above-mentioned antecedents on intention to use Facebook

Base on above literature reviews, the relationship between factors affect to the intention to adopt Facebook is briefly described in the figure 1:

Initiating & maintaining H1

Relationships

Intention to

H2Privacy

Figure 1: The research model and hypotheses

The hypotheses of this research include:

H1: There is a positive impact of initiating and maintaining relationships on theintention to adopt Facebook

H2: There is a positive impact of privacy on the intention to adopt Facebook

H3: There is a positive impact of entertainment on the intention to adopt Facebook.H4: The impacts of the above-mentioned antecedents on intention to use Facebookare moderated by personal orientation (extraversion)

2.8 SUMMARY

Technology Acceptance Model, Theory of Reasoned Act and Theory of Planned Behavior on are chose as a basis for this study The reason for choosing they are that the models have been successfully used in several previous researches related to information systems Additionally, similar determinants can be acknowledged to influence the user acceptance and adoption of SNS (Facebook), whether or not these studies have been using Technology Acceptance Model and Theory of Reasoned Action as the framework.

The following three factors have been identified as common determinants ofpredicting the intention to use Facebook Therefore, the researcher selected for closerinvestigation in this research: Initiating and maintaining relationship, Privacy andEntertainment Moreover, the effects of the above-mentioned antecedent factors on theadoption of Facebook are moderated by the level of user’s extraversion.

The reviewed literature works as a good basis in developing a research model to

not to adopt Facebook.

CHAPTER 3: RESEARCH METHODS

This chapter includes five parts: the first part is research process in which is the way

to conduct research is presented; the second part is research sampling; the third part ismeasurement scales and the last part introduces the methods to analyze data

3.1 RESEARCH PROCESS

This study used two research methods The first phase, qualitative researchidentified the models, factors, suitable measurement variables for research in HCMC.Through the previous relevant researches, the questionnaire was built then running thepilot test for checking the efficiency and the meaning of the questions The pilot test waspurposed to explore and define the relevant items and building a completedquestionnaire The second phase, quantitative survey was the main approach of thisstudy The goal is to identify the factors affecting the intention to adopt Facebook

Research process includes the steps as illustrated in Figure 2:

Quantitative Assessment ofThe final

questionnaire

(Cronbach alpha, EFA)

Testing of hypotheses(Standard multiple regression)

Figure 2: Research process

3.2 QUESTIONNAIRE

3.2.1 Measurement scales

Using well-known and validated scales, there are advantages to examineindividual’s behavior on adoption of Facebook For better validation, the items havealready developed (Table 1) To measure Initiating and Maintaining Relationships, 3items of initiating and maintaining relationships were adapted from Dholakia, Bagozziand Pearo (2004) and Neelotpaul (2013) In the case of Privacy, the items were suggested

by Neelotpaul (2013), Ariyachandra and Bertaux (2009) The items for Entertainmentwere adaption of Dholakia et al (2004), Ariyachandra and Bertaux (2009) The items forintention to adopt Facebook were adaption of Ariyachandra and Bertaux (2009) Todetermine the degree of extraversion, the Extraversion subscale of the Dutch NEO Five-Factor Inventory (Hoekstra, Ormel & De Fruyt, 2003; Bouwman, 2011) was used,participants were asked to rate their agreement on the 12-items of the Extraversionsubscale A higher score on this scale indicates a higher level of extraversion as apersonality trait For the items, there are some modifications and wording revisions to fitthis study Additional items were included for capturing demographic information such asgender of the students All scales were in 5 -points Likert type (1 = “strongly disagree,

Relationships persons through Facebook socialize with new

persons

(Neelotpaul,

friends

IMR03 To have something to do Using Facebook enables

with friends and family

with friends and family

Privacy PRI05 The personal information The personal information

2013;

Entertainment ENT10 To be entertained Using Facebook enables

Bertaux, 2009)

me to relax

when bored

Extraversion EXT15 I like to have a lot of I like to have a lot of

(Hoekstra et al, people around me people around me

2003; Bouwman,

2011)

happy and cheerful person happy and cheerful person

Intention to INT27 I will use social I will adopt Facebook site

adopt Facebook networking site frequently in the future

networking site in the Facebook in the near

3.2.2 Draft questionnaire

The questionnaire using a five-point Likert scale was employed to collect the data

on the factors of the research model Items measuring for the factors were mostly adaptedfrom previous studies in order to ensure content validity Items of measuring initiatingand maintaining relationships, privacy, entertainment, extraversion and intention to adoptFacebook was take from previous research (see in 3.2.1 Measurement scales)

The questionnaire consists of two main parts:

Part 1: General information to get information about the respondent’s usingFacebook (open accounts, access Facebook ) This information helps select the targetrespondent to study

Part 2: The main information includes statements (questions) are based on a scale ofmeasurement was proposed for the research The items were measured on the Likert 5-point scale from 1 to 5 (1 = “strongly disagree”, 2 = “disagree”, 3 = “neutral”, 4 =

“agree”, 5 = “strongly agree”)

The survey questions were translate from English to Vietnamese by the researcherand edited by other

3.3 PILOT STUDY

The scale of research is adopt from the scales of the previous researches but these researches were conduct

in different culture, the level of economic development and selected respondents Therefore, a pilot study was needed The purpose was to gather information and adjust variables in these scales The wording Vietnamese language for these scales is also doing to study So that respondents can understand the question, to avoid confusion The pilot test is conduct in Ho Chi Minh City The questionnaires (translated to Vietnamese language) were sent to students for answering After three days, the forms have been return for the pilot test Some small changes on the questionnaire fits with understand of respondents and make clear for the questions (in Vietnamese language).

3.4 SAMPLE AND DATA COLLECTION

The reliable and validity of variables were tested by using Cronbach’s Alpha andEFA, after that the multiple regression was applied to test model and hypotheses First ofall, the sample size was required to have enough quantity for the analysis

According to Hair, Black, BaBin and Anderson (2010), a general rule, the samplesize should be 100 or greater For standard multiple regression analysis, Tabachnick andFidell (2007) proposed that the desired level is

n > 50 + 8m (where m=number of independent variables)

Hence, the required sample is: n > 50 + 8*3 = 74

Thus, the minimum sample size is 100

The sample size was determined according to technique of multi variable analysis.Factor analysis and multi regression method are used for this research In factor analysis,the sample size should be as large as possible with the minimum should be at least fivetimes as many observations as the number of factors to be analyzed and preferably notless than 100 As there are 29 variables used for the factors analysis, the minimumsample size should be 145 (29x5) In addition, for the multi regression method, minimumsample size should be equal to n=50+15m, which m are number of independent variables(Tabachnick and Fidell, 2007) With the initial research model, there are threeindependent variables; minimum sample size for this should be 95 (50+15*3)

In light of the above two requirements, this research choose the biggest sample size.Therefore, minimum sample size for this research should be 145 Based on the actualcollection data, the quantity of available respondents from the questionnaire survey wasestimate 279, so that sample met the requirements above

3.4.1 Sampling

An exploratory quantitative survey was conducted with a sample of 295 university students during a week period This study use college students in Ho Chi Minh City

four-as research subjects The sampling wfour-as conducted bfour-ased on convenience sampling Theresponses of respondents through questionnaire were the primary data for this research.

3.4.2 Data collection

The data collection was conducted by the survey questionnaire The quantitativesurvey via online was conducted in Ho Chi Minh City on August 2014 There were 295returned questionnaires, of which 279 were usable, for a response rate 94.6 percent

3.5 DATA ANALYSIS METHODS

All accepted questionnaire is reviewed for completion, coded and input the raw data

in IBM SPSS Statistic version 20 (Statistical package for Social Science) The reliabilityand validity of measurement scales are evaluated by using Cronbach’s alpha andexploratory factor analysis Then, multiple regression analysis is used to provide forinterpreting the results of its application from a managerial and statistical viewpoint (Hair

Table 2: Cronbach’s alpha reliability coefficient

Cronbach’s alpha Internal consistency

Also, the corrected item - total correlation values should be at least 3 to ensureeach of items was measuring the same from the scale as a whole (Pallant, 2011).

3.5.2 Exploratory factor analysis (EFA)

Norris and Lecavalier (2010) supposed that EFA is based upon a testable modeland can be evaluated in terms of its fit to the hypothesized population model; fit indicescan be generated to help with model interpretation And EFA purpose is to identify latentconstructs underlying a set of manifest variables However, some requirements of EFAshould be satisfied (Pallant, 2011):

The minimum of sample size should be at least 100 and rate of observations peritems of models should be five cases for each of the items, so that meant the minimumrequired sample size should be at least 5m = 5x29 = 145 cases (where m: quantity ofitems from the conceptual model) The actual sample size was 279, bigger than 145 so itmet the requirement

Kaiser-Meyor-Olkin (KMO) test must be equal or above 6 (Tabachnick & Fidell, 2007)

Barllett’s test of sphericity should have significant less than 5%

In order to extract factors, the eigenvalue of factors must be greater than 1 (Kaiser, 1958)

3.5.3 Multiple regression analysis

Hair et al (2010) claimed that there is the difference between the actual andpredicted values of dependent variable That means the random error will occur whenpredicting sample data It is called the residual ( or e)

Based on these studies, the multiple regression formula will be

Y = a + ß1X1 + ß1X1+ + ßnXn+

Where in: a: is constant

Y: is the dependent variable

ß: is called beta weight, standardized regression coefficient, or betacoefficient

X: is the predictor entered into the equation in a single step: is the residual

how much variance of the dependent variable is accounted for by the full regression

regression equation (Hair et al., 2010)

3.6 SUMMARY

After collected data was be cleaned, remove the invalid questionnaires and data will

be processed using software SPSS (Statistical Package for Social Sciences) Collecteddata was analyzed and interpreted in a series of stage First, the demographic profile ofrespondents was summarized and analyze Second, the reliability of the items used in

independent variables and the dependent variable was ascertained through Varimax rotation method At last, standard multiple regression analysis was used to establish the statistical significance of the model and the predictive power of each independent variables in explaining the dependent variable (intention to adopt Facebook).

CHAPTER 4: DATA ANALYSIS AND RESULTS

The purpose of this chapter is to present findings which were collected from theactual questionnaire survey Besides, the researcher proposed an official assessment ofmeasures and also carried out the analysis to give the accurate answers for the researchquestions, hypotheses proposing in the chapter 2

4.1 DESCRIPTIVE ANALYSIS

A sample of 279 students includes 124 male (44.4 percent) and 155 female (55.6percent), almost respondents had account with 90.3 percent Also, 51.3 percent studentswere Facebook membership form 1 year to 3 year and less 1 year with 5.4 percent Interm of times access in Facebook account per day, the highest percentage is from 2 times

to 3 times per day that accounted for 35.1 percent , also 16.1 percent students accessed inFacebook more 6 times Besides, almost students logged in Facebook to read information

of others (90 percent) and write information for others reading (10 percent) with 43percent per total of cases, with the group students 10% reading information and 90%writing information with 3.2 rate

Table 3 gives a detailed description of the demographic characteristics for therespondents with regards to gender, student, account, Facebook membership, timesaccess in Facebook per day, percent (Reading-Writing)

Table 3: Sample Description

checks if whether the items that make up the scale actually measure the same underlyingconstruct (Pallant, 2011) For scale to be reliable, its Cronbach alpha value should beabove 7 (George & Mallery, 2003).

Based on the Reliability Statistics Table 4 and Appendix 2, all Cronbach’s Alphavalues of all concepts were above 7 after deleting items that the Corrected item- Totalcorrelation values of them were less than 5

For Relationship concept, the Corrected item-Total correlation value of

“Relationship 1” item was low with 386, so this item was deleted The Cronbach’s Alphavalue of Relationship increased from 724 to 737, this value was not high, but it could beacceptable

For Privacy concept, the Corrected item - Total correlation value of “Privacy 5”which was 395 Those values were too low compared with 5, so they should be deleted.Next processing, the Corrected item - Total correlation value of “Privacy 1” was 394, italso should be deleted Finally, the Corrected item - Total correlation value of “Privacy2” was 425, it also should be deleted The Cronbach’s Alpha value of Privacy conceptwas decreased from 715 to 683 but the Corrected item-Total correlation values of otherwere high 5

For Extraversion concept, the Corrected item-Total correlation value of

“Extraversion 1”, “Extraversion 2”, “Extraversion 3”, “Extraversion 6”, “Extraversion 8”,

“Extraversion 10” and “Extraversion 11” item were low with 383; 484; 101; -.503;.177; 139 and 293, so so these item were deleted The Cronbach’s Alpha value ofExtraversion increased from 709 to 842, this value was so quite good

Finally, Entertainment and Intention concept had got all the Corrected item - Total

and 768, those values were quite good.

Table 4: Cronbach’s Alpha test results

Base on reliability test results in table 4, all the measurement scales have theCronbach’s alpha coefficient larger than 0.7 In addition, all the Corrected Item TotalCorrelation values were over 0.3 Therefore, the scale designed in this research is meaningful

in statistic and has the necessary reliability It also means that those four factors of intention

to adopt Facebook have enough conditions to be used in linear regression analysis later

4.2.2 Exploratory factor analysis (EFA)

Sample size and the strength of the relationship among the variables were required

to test suitability of data The sample size was 279 available cases and shown detail inchapter 3 that this requirement was met the minimum required sample size

The test of the measurement model includes the estimation of using item- to-totalcorrelations (>0.5) and the convergent and discriminant validity of the instrument items.The convergent validity is demonstrated when items load highly (loading > 0.5) on theirassociated factors KMO (Kaiser-Meyer-Olkin) test and Bartlett test were also used tomeasure the compatibility of sample

Dependent variable, the independent variables and the moderating variable wereanalyzed independently of each factor All the variables were extracted through thePrincipal component factoring, using the Varimax rotation method After running factoranalysis, the result shows that all remained variables are greater than 0.5 and a significantloading on an acceptable factor

4.2.2.1 EFA for independent variables

The KMO value was 776, exceeding value of 6 and Bartlett’s test of Sphericityvalue was 000, that means less than the statistically significant at p < 05 (see Appendix3) This meant observed variables had the correlation with each other and EFA factoranalysis was appropriate because these results met the conditions required by EFAmethod

The results in see Appendix 3 showed that there are three components with the eigenvalues that are higher than 1 including following values: 3.988; 1 3 5 6 and

1 2 2 7 And those components explained total 65.714% of the variance, exceeding than50% explained total, so this value was appropriate.

Table 5: Rotated Component Matrix

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization

a Rotation converged in 5 iterations

The result of EFA in table 5 showed that there were actually 3 components underlying this construct in which each factor represented to each independent variable in the research model.